SXSW 2019:  Another Day, Another Recap from a Gen Z POV

Activations

Sony (below) definitely had one of the best activations targeting the next generation. Their interactive experience was not only entertaining due to all the content at every turn of a corner, but it was extremely inclusive with technology gadgets and electronics available to test.  The activation was extremely dark, with LED lights spread around in various locations to set a futuristic and creative vibe.

Another activation that I enjoyed was an experience powered by UberEats.  They had a series of windows on the outside of a neon green wall that served free food to SXSW attendees who downloaded the UberEats app.  There were live culinary experiences by global chefs, live music performances and live talks by creatives all week, including Khalidand Virgil Abloh!  Also, 17-year-old Gen-Z phenomenon Billie Eilish is expected to perform at UberEats’ activation on March 16.  They really are doing great in their attempt to cater to younger audiences.

Sessions

The first session I attended on day two was called Influencer Marketing in 2025: The Future of Human Media.  This panel included Ryan Berger of Hypr, Sarah Flynn of Thirty Five Ventures, Gabriel Miller of IBM iX and Courtney Spritzer of Socialfly.

After the Fyre Fest fiasco, many brands and influencers are much more cautious about who they’re working with and the capabilities for brands or influencers to have the data to prove their campaigns will be successful.  This session took place because the panelists understand that Gen Z will account for 40% of their consumer audience by 2020.  It is going to be crucial for brands that these consumers trust the messaging and advertising that they are putting out.  Therefore, a key takeaway from this session was that brands must start humanizing their commercial content to reach their Gen Z consumers more effectively.

The next panel I attended was called New Bosses/New Voices: Diversity in Media Ownership.  Corey Takahashi, a SI Newhouse Professor, facilitated the discussion alongside Rhonesha Byng of HerAgenda, Kori Hale of Culture Banx and Michelle Schenandoah of Rematriation Magazine.  This panel was extremely important for Gen Z because the panelists talked extensively about how Gen Z content creators need to start thinking based on the past and future trends of the media industry.  Find out what Takahashi and Hale had to say about this topic directly to our MediaVillage viewers by watching the video above!

I ended my day with my people at the official SXSW 25 and Under Meet Up.  The meet-up didn’t have any specific programming involved.  It was a space where Gen Zers could come together and connect by any means desired.  As I walked around shooting, I realized everyone was connecting to each other by saying, “Yo!  Are you on Instagram?”  From what I could tell, almost everyone in attendance was some type of creative, musician or participant who was interested in content or music.  My experience in this Gen Z meet and greet was nothing short of a validation of everything we talk about here on #AskGenZ.

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